2009 Winners & Shortlists

Results and Effectiveness

The simplicity of the idea helped women realise the importance of early detection. Dubai Healthcare City received a significant number of calls regarding breast cancer post the release of the advertisement.

Creative Execution

We chose a medium that would help our target audience realise how easy it was to perform a breast self examination. So, in a popular woman’s magazine, we placed a magnet that created a lump. The lump distracts the reader of the magazine, leading them to try and find to the cause of the lump. Once they reach our page, they quickly realise that they themselves could also find potential lumps. The magnet also serves as a reminder down the line.

Insights, Strategy and the Idea

In the Middle East, breast cancer is among the most taboo subjects. Seldom spoken about, this has led to nearly 70% of all cases being detected when it is too late. Therefore Dubai Healthcare City wanted to communicate the importance of early detection to save lives.